AI Rollout in Media, Entertainment Needs Careful Consideration

Media companies should not use Artificial Intelligence (AI) generated tools to compromise ethical standards nor reduce employment opportunities for journalists and must be transparent with their audiences about the use of such tools, says the union for Australian media workers.

The Media, Entertainment & Arts Alliance says that while AI has the potential to enhance and extend the work of journalists, there are also many risks associated with its adoption by media companies.

MEAA has been closely watching the development of ChatGPT and other software that use large volumes of existing data to create or synthesise text, images, music or videos.

The most recent meeting of the MEAA National Media Section committee discussed the rapid advancement and distribution of AI and resolved to form a standing sub-committee to provide ongoing consideration of the impact of evolving technology.

At its core, media professionals must have a say in decisions by publishers and broadcasters about integrating AI into workflows. And media outlets must be upfront with their audiences, the public and the communities they serve about how AI material is being incorporated into editorial output.

“Caution must be exercised when adopting AI technology into journalism,” said MEAA Media Federal President, Karen Percy.

“A balance must be struck between the promise and opportunities of AI and the unique threats it poses to the public’s ability to trust in the news they read, as well as the work, income, rights and creative agency of media workers.

“Responsibly designed, AI has the potential to usefully supplement, extend and enhance our work, but it also has far-reaching consequences that need careful consideration, consultation and regulation.

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